Ten years of Dreams
Dreams challenged us with a deep meta-analysis of their brand, spanning a decade of data. Working alongside their media agency, Havas, we blended insights from 94 ad executions and brand tracking to uncover the core drivers of their brand’s success. By distinguishing long-term brand building from short-term promotions, we revealed how their media strategy influenced performance. These insights empowered Dreams to launch a new campaign with confidence, investing in long-term brand growth based on evidence-driven decisions.
For over a decade, Sonder has significantly shaped Dreams' development. Their insights into brand performance and competitive landscape have directly influenced our media and creative strategies. Sonder's uniqueness lies in their genuine care and partnership approach. They're visionary thinkers driven by quality insight.
Simon Moore
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Curiosity
Dreams, one of our longest-standing clients, challenged us with a meta-analysis of their brand. We didn’t just skim the surface—we dove headfirst into a decade’s worth of brand tracking data to unravel the story of their brand and advertising over the years. Not the standard term trends but deep analysis going far beyond what you'd expect.
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Conscience
A ten-year study deserves more than just numbers. To really do it justice, we worked closely with Dreams’ media agency, Havas, pulling in 10 years of detailed media data. This wasn’t about crunching numbers—it was about blending data from 94 ad executions with tracking results to create hypotheses that truly captured the essence of what made the brand tick. We knew we had to get it right.
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Complexity
Untangling ten years of marketing strategy required precision and patience. We carefully split media spend into long-term brand-building and short-term promotional efforts. This allowed us to create separate AdStock models for both, revealing how Dreams’ balance of brand and promo spend influenced their overall performance. It wasn’t simple—but that’s what made it interesting. Scatter plots were king.
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Conviction
What stood out was simple but powerful: the more distinctive the advertising, the stronger the brand performance. On top of that, long-term brand investment consistently delivered better results than short-term activations. With this clarity, Dreams quickly moved to action, launching a new brand campaign featuring Gillian Anderson, backed by significant investment in long-term brand building for 2024. Confident decisions, built on solid evidence. Marketing theory backed but specific to this category and brand.
Case Studies
Don't just take our word for it, with an average retained tenure of over 8 years, our work speaks for itself
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